By Ray Beckerman
Man's inhumanity to man and other living things threatens the whole human experiment. Let's fight it, and try to build a future.

Friday, December 7, 2012

Macy's on Trump: it's up to our customers

Before Thanksgiving, dozens of Macy’s cardholders joined me at Macy’s Herald
Square store in New York City to deliver our petition signed by more than
660,000 people. The event culminated with Macy's cardholders cutting
up their Macy’s cards. They were sending the message that if Macy's was going
to stand by Donald Trump, then consumers would start dumping Macy’s. I'm
grateful to everyone who joined me for the petition delivery and was encouraged
by all the passersby who joined the event after learning what it was
about.

You can read about and see pictures from the delivery here: http://huff.to/UlytVMA week after we
delivered the petition, Macy's Chief Marketing Officer told an audience at a
business conference that Macy's is sticking with Donald Trump because that's
what Macy's customers want. The Macy's executive dismissed
the Dump Trump Effort, saying: "We
try to separate from that and we try to let the customer vote on that…As long
as that customer is still voting by wanting to buy that product, then that’s
what it’s all about."

A few days later,
new data was released, which revealed that Macy's popularity is plummeting due
to their relationship with Donald Trump. Prior to the Dump
Trump Effort, Macy's recommend score among US women was a 31. A recommend score
reflects how likely customers are to recommend the store; it's a very important
indicator in the retail industry. And, a score of 31 is quite good. However,
Macy's recommend score has since fallen to 17 - that's a 14 point drop in just
a few weeks and it now puts Macy's 2 points below average for the retail
industry. You can read about Macy's plummeting popularity over at AdWeek: http://bit.ly/UcBQxQ

This is not a good sign for Macy's and it's an indication that their customers
are deeply disappointed and defecting. Although, it's not surprising given that
Macy's refuses to take seriously the concerns expressed by so many of their
customers. I guess we should listen to what Macy's Chief Marketing Officer said
about customers voting with what they buy. So, now's the time to let Macy's know that you're going
to do just that - that you plan on dumping Macy's because they refuse to dump
Trump. Here are just a few
ways you can help ramp up the pressure on Macy's:

Keep on spreading the word! Discourage your friends and
family from shopping at Macy's due to their support of Donald Trump's
bigoted bullying. (If they're unpersuadable, at least make sure they don't
purchase any of Trump's products.)

Next week,
I'll share the next big steps in the Dump Trump Effort along with a website
that you'll be able to go to for timely and regular updates (and so that I
won't have to keep sending you these emails).Thanks so
much for your participation. Your efforts are having an effect. Now, we just
need some persistence.